Aug 12, 2020

VMware: CEOs should have technology in their DNA

Technology
VMware
CEOs
Innovation
Georgia Wilson
3 min
VMware research reveals that UK business leaders believe CEOs should have technology in their DNA
VMware research reveals that UK business leaders believe CEOs should have technology in their DNA...

In a recent research report by VMware, 69% of business leaders in the UK, believe that CEOs and executive leadership positions should be filled by those who have technology career backgrounds, if business is to be more successful.

“Business leaders have never been at the helm of so much change, so those with an inherent knowledge of technology and an understanding of how applications can help them adapt to any market conditions and shape their future performance and resiliency have a real advantage. Indeed, three quarters of the world’s business leaders agree that a ‘technology inside’ leadership skills will bring success,” commented Ed Hoppitt, Director of Apps and Cloud Native Platforms VMware, EMEA.

“From the tens of millions of people and students now working and educating from home, to banks being able to scale to provide significant revenue streams, to businesses and retailers looking at digital platform options almost overnight, this pandemic has driven a decade of digital transformation in a few months”

The research also discovered that elevating technology team members into leadership roles drives significant value for the entire organisation. Identifying specific benefits 42% of business leaders recognise improved efficiency across the entire organisation, while 33% highlighted increased business performance and potential innovation and 39% identified improved customer experience.

VMware states that this sits against a backdrop of disruption, where digital transformation has helped leaders and their organisations to adapt to fast changing market dynamics, changing business models and employee mobilisation.

The research reports that during the pandemic UK business highlighted three key benefits of modernised applications to enhance their performance and resilience:

  • 58% highlighted the role of modernised apps to enable remote working
  • 31% identified the ability to continuously push updates 
  • 35% reported the capability to ensure reliable uptime

In fact, 81% of UK leaders believe that without successful modernisation of applications, organisations will not be able to deliver a best in class experience to its customers. This belief is echoed by global executives, with more than 80% believing that enhancing application portfolios will improve customer experience which is directly linked to revenue growth. 

“It is the ability to get these defining, business apps – that deliver information and services into the hands of users, where needed – that creates success and genuinely drives customer engagement. Leadership with technology in its DNA combined with a software-enabled digital foundation to serve up these digital services is a winning combination.”

It was also identified in the research, that EMEA companies that are high performers have a more efficient and effective development rate of applications, with 66% of new applications making it through to the production phase in high performing companies compared to 41% in underperforming organisations. In addition 70% of application efforts make it to production in the planned time frame in high-performing organisations, compared to just 41% in those that are underperforming.  

“Businesses risk missing a trick by not appointing C-suite execs with backgrounds in technology. It is no longer enough to simply invest in technologies, since their benefits to organisations go well beyond implementation. In order to get the most from these investments, it’s vital to deliver cultural change and strategic direction, a role best suited for leaders with an understanding of these platforms and the power to both respond to demand and enforce real change,” added Ursula Dolton, CTO at British Heart Foundation.  

For more information on business topics in Europe, Middle East and Africa please take a look at the latest edition of Business Chief EMEA.

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Jun 12, 2021

Re-defining the economics of CX in the new customer journey

CX
customerjourney
Limitless
gigeconomy
Roger Beadle, Co-founder & CEO...
6 min
Roger Beadle, CEO of Limitless looks at how CX can directly Influence revenue generation in streaming services

There’s no shortage of customer service channels for the enterprise to select from today. Regardless of the many new metrics that have emerged – such as customer success, or empathy – cost reduction is still a primary driver in selection criteria.

There are many articles dedicated to how companies can turn customer service and customer experience (CX) from a cost to a revenue centre. The problem is, if you stop there and don’t look beyond cost reduction, you’re limiting the scope for CX to become an even bigger economic contributor in the enterprise.

There is every opportunity for customer service and CX to significantly influence the front end of business, particularly amongst direct-to-consumer subscription-based products and services, such as popular streaming services like Netflix, Amazon, Disney+, as well as sports subscription services like DAZN.

In these products and services and others, there are new customer journeys that may drive business growth and revenue. They start earlier and may last a lifetime, so getting things right at the start of the journey is key so that customers have the best experience from day one.

Not only will this help in making customers less likely to reach out for issues-based support further down the line, but these customers will be much less likely to churn, and much more likely to take up new services as they are offered throughout the lifetime journey.

So, what does the new customer journey look like for these services?

Opportunity waiting for the likes of Netflix & Disney

While consumers may have previously regarded customer service as a way to mitigate the inconveniences in their lives, the customer journey is expanding in scope every day. Today there are many more touchpoints available that put CX in a position to drive revenue.

For one-off purchases, traditional CX deployments have not changed significantly in the past few years. However, if you look at the change in the CX relationships we’re seeing with subscription-based products and services, particularly media-based streaming services, it’s clear that these companies lead what quickly become very multifaceted relationships with their customers. These have serious potential to evolve over time for increased economic benefit.

For any sort of subscription-based business, customer lifetime value is paramount, and the requirement to actively manage a continued positive customer experience is critical.

Every interaction is an opportunity, and every data point is a chance to offer more value. Introductory offers can convert to longtime customers. Longtime customers may take up opportunities to upgrade to more premium products or services. They may also appreciate incentives to invite family and friends to become customers. Consumers who like a particular service, for example, may appreciate a recommendation for another similar or complimentary service.

It all starts with customer interaction, and the customer experience journey becomes an opportunity to strategically affect the user base and resulting revenue - which is a far cry from the limitations of call center cost reduction or churn metrics.

How do companies support the new customer journey?

More and more, customers look at the new customer journey as engaging with brands as part of their lifestyles. Many companies are making brand ambassadors available before the traditional customer journey even starts, which is a marked change from a purely transactional relationship associated with a one-off purchase.

These ambassadors, who are often independent users of products or services, are providing trusted pre-sales advice, and that same trusted advice can also function to nurture the customer journey in a subscription-based relationship. Call it ‘GigCX’ or ‘crowdsourced customer service’ or even ‘peer-to-peer customer service’ - it doesn’t matter.

The key is in providing impartial, trusted advice from real users. Think about it: who would you rather get advice from? Someone who has used a product or service extensively, or someone who has been trained to provide customer service surrounding that product or service?

For services such as streaming media, advice from trusted experts with real product know-how could be invaluable. This may not be limited to technical issues, such as what to do when you can’t access your favourite show, or how to access services across various devices. It could be parents helping other parents who are concerned about how to restrict adult content from child viewers, or simply customers who have similar taste in programming who can comment on the benefits of upgraded or premium products. The point is, these experts are easily available at any touchpoint in the customer lifetime journey, creating more chances to add value.

It’s also about tipping customers from ‘passive’ to ‘promoter’ in the NPS scale. It’s an opportunity to turn neutral customers who may be vulnerable to competitive offerings into loyal enthusiasts who will keep buying and referring others, fuelling growth. It may ultimately help drive even further revenue by creating customers that are helping to sell the brand itself.

And, while chatbots and automation may play a key role, they are often not able to handle the more complex support needed in the new customer journey. Conversational AI is rarely as conversational as it claims to be, and in the new customer journey, most companies are finding that a mix of automation and people-centric service is an ideal way to nurture the many new touchpoints created.

It’s no longer about trying to replace human capital with automation: it’s about orchestrating a uniquely personalised CX, and proactively engaging during the customer lifecycle to enhance the experience, and to create more long-term value.

At the moment, we’re only seeing the tip of the iceberg in terms of the power to affect the economics introduced by the new customer journey. We’ll no doubt see this evolve rapidly particularly amongst streaming companies as they use human-centric connections in CX to support the full potential of customer lifetime value.

About Roger Beadle
Roger Beadle is an entrepreneur and business leader who is reinventing how customer service is delivered via the gig economy. After establishing several businesses in the contact centre industry, Roger co-founded Limitless with Megan Neale in 2016. Limitless is a gig-economy platform that addresses some of the biggest challenges faced by the contact center industry: low pay, high attrition and access to new talent. Previously, Roger and Megan helped to build one of the largest privately-owned outsourced contact center business in Europe, before selling the business to the global conglomerate Hinduja Group. Roger is an outspoken proponent of digital ethics, worker’s rights and the ‘good-gig:’ which encapsulates gig work for incremental pay versus full time work, skilled gig work, no unpaid time/downtime and zero expenses.

About Limitless
Named a Rising Star at Deloitte’s Technology Fast 50 program, Limitless is a gig customer service platform, combining crowdsourcing and AI to help global businesses address their biggest customer service challenges – rising costs, increasing attrition, variability in demand and the need for diversity. Brands like Microsoft, Unilever, Daily Mail Group and Postmates are using Limitless’ SmartCrowdTM technology to connect with their most engaged customers, and reward them for providing on-demand customer service that can flex in line with demand. Limitless is one of the world’s first global tech platforms to introduce localised platform terms to protect the rights of its gigging workers. Backed by AlbionVC, Downing Ventures and Unilever Ventures, Limitless is empowering people worldwide to earn money for providing brilliant customer service for the brands they love.

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